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Does It Hurt Bad Enough to Change?

Sales Training Article: Is the Pain Bad Enough to Change?

By John Holland, Chief Content Officer, CustomerCentric Selling® – The Sales Training Company

Image courtesy of Ponsulak at

sales coursesOne of the fundamental aspects of human behavior is a resistance to change. As referenced in previous blog posts, a seller’s primary competitor is often buyers making “no decision” at the end of buying cycles. It may be helpful for sellers to view the objective of calls being “hurt and rescue” missions.

After buyers share goals or admit pains, sellers should do thorough diagnoses of the current situation to identify the “hurt”. This amounts to helping buyers understand the reasons goals can’t be achieved (or pains can’t be resolved). The reasons uncovered should be addressable by capabilities within the seller’s offering.

After having the diagnostic conversations, it is helpful if sellers can uncover base lines, meaning how the buyer is currently performing in terms of the goal being discussed. The “rescue” occurs when the buyer realizes the capabilities needed to achieve the goal being discussed. To quantify value, an important question is asking how much (% or dollar value) buyers could improve.

A major reason for “no decision” is that value is either insufficient or never quantified. It is important for buyers to realize the potential lost value if they delay or make no decision.

Read more sales training articles from CustomerCentric Selling® – The Sales Training Company.

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